Using Twitter data, NTT DATA was able to provide information on tourism demographics, sentiment, and issues that tourists identified on Twitter that could be improved or changed to make it easier for foreigners to spend time in those locations. Local tourism authorities were then able to create targeted tourism marketing campaigns to promote these 300,000 locations and attractions.
As part of the project, NTT DATA enabled a scoring feature to analyze over 10,000 tourist spots in Japan. The chart below demonstrates the analysis of the culturally rich but virtually unknown Japanese temples.
This additional insight armed local governments with valuable new information about tourist sentiment, allowing them to improve the experience and services provided at those destinations.
The tourism desks in the local government offices faced limitations in understanding travelers' experiences. Based on the aggregated insights provided by the analysis of Twitter data, each government is now able to quantitatively understand the dissatisfaction of travelers that otherwise would not be surfaced in a traditional questionnaire, allowing them to better prioritize tourism promotion events and services.
In addition, they can now better understand the trends of travelers by region and strategically target the best possible tourism programs to specific segments of travelers. For example, using insights from the data, officials promoted some formerly obscure tourist sites to North American and European travelers resulting in doubling the volume of visitors.
NTT DATA also drew sentiment data from tweets to drive actionable insights. Tweets like the one shown above explain why and what the visitors liked about the landmarks. Over 200 local governments and private companies use these analytic insights of travel destinations to understand and improve their tourism practices.
With data from Twitter supporting NTT DATA’s project, Japan is on track to promote new tourism destinations and ultimately, work toward achieving their annual goal of 40 million visitors across the country.